December 2007 has seen the launch of a new Belgium brand
that would shake up the world of the watchmaking industry: Ice Watch.
Created by Jean-Pierre Lutgen, the brand is today a
worldwide phenomenon. As the creator
says: “Sometimes we have the feeling that none of this is real! It went so
fast!” Indeed, Ice watch was a success story from the very beginning.
How it all started
Jean-Pierre Lutgen was a former promotional items reseller
from Belgium that would sell lapel pin, cap, and watches… Part of his job was
to go to Asia to visit suppliers and find new items he could sell to his
European clients.
One day in 2007, while visiting one of them, his attention
got caught by a colourful watch and Jean-Pierre had the feeling he could start
something with it.
In the meantime, his company Tonton et Lulu was not doing really well and he decided to sell it
the same year for a minimal price of 50 000 euros.
But thanks to his contacts and his experience in China, as
well as his creativity, Jean-Pierre Lutgen could launch Ice Watch in December
the same year.
Who are they?
Colourful watches, large choice of collections and an affordable price: this seems to be the successful recipe!
Jean-Pierre Lutgen explains: “The watch is made for the
change. Change is very trendy these days.”
With its headquarters located in Bastogne (Belgium), Ice
Watch is still today a small company in terms of employees (around 15 people
are working for the brand) if we compare it to the giants of the industry (Swatch
group, Rolex etc.)
The strategy, design, marketing and communication are
created from Belgium, while the production of the watches is in China (Shenzhen).
Small…but Powerful!
The idea of the Ice Watch is to be accessible and affordable to anyone (and still be desirable): Accessible to all generations, in Europe, Africa or Asia… with a price range from 59 to around 200 euros.
Today Ice Watch is sold in over 100 countries around the
world and is present on all continents.
CHANGE. YOU CAN.
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